All-purpose seasoning Vegeta is the strongest domestic brand in the Adria region, which includes Croatia, Slovenia, Bosnia and Herzegovina and Serbia, according to a study by the Ipsos market research company.
According to Ipsos, Vegeta achieved this result thanks to its 'undisputed quality, strong and innovative promotional activities'.
Vegeta is also the leading food brand in Croatia, the study found.
Croatian food processing Podravka, which produces Vegeta, also placed third in the ranking of domestic brands in the Adria region, with its soups.
Other Podravka products, namely tomato products, packaged soups, pickled and canned vegetables, ajvar and fruit spreads, placed among the top 50 strongest brands in Croatia.
The Ipsos survey was conducted using a 'BRANDscore' indicator which enables comparison of brands of various product categories and identifies brand strength in the market. For the calculation, various aspects of consumer relations towards the brand are considered, in order to establish how well the consumers recognize it and use it.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
